For religious television programmers, adapting to new technologies is nothing new. But as the pace of change has quickened, there’s a growing need for sophisticated responses on alternate platforms, executives agreed.
“The landscape has been changing for a while, but the change has certainly been accelerating in the last year,” said Gordon Robertson, CEO of the Christian Broadcasting Network, the Virginia Beach, Va.-based programmer responsible for The 700 Club. “There is still a lot of experimentation and a lot of shaking out to come.”
Jewish-themed Shalom TV — which uses the Internet primarily to drive viewers to its digital cable and video-on-demand channels — has started to respond to requests by making more of its programming available on alternate platforms, said chief operating officer Brad Hammer.
Still, new technologies can be tricky for religious networks, said Trinity Broadcasting Network vice president of administration Paul Crouch Jr. “We’ve been streaming onto the Internet for close to 10 years since back when the picture was the size of a postage stamp,” Crouch said, but “there’s absolutely a learning curve on new technology.”
And returns on investment don’t come right away — if ever at all. “It’s a fishing license to go for new trends but the leading edge a lot of times is the bleeding edge, and we can’t afford to throw millions at each new technology,” Crouch said. He conceded that the Internet and mobile platforms do offer a way to reach younger audiences.
Donor-driven networks such as TBN must sort out the best way to use new platforms, said Crouch. While TBN’s Web site has a “Donate Now” button, the network took a more indirect approach when streaming its linear programming online. To access live streams, visitors enter an e-mail address that TBN can use to solicit donations.
Viewers initially watched streaming in five-minute bursts, but an improved viewing experience now keeps them viewing for half-hour chunks, allowing the network to embed appeals within or between programs, Crouch said.
According to CBN’s Robertson, the network’s Web site gets 1.2 million monthly viewers, 45% of whom come for CBN News. The Web site is also being used for chat and other social networking, which has increased as CBN has gotten better at moderating and the technical side of managing the experience.
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